23 March @ DEFY VENTURES WORKSHOP DIY Marketing, Branding & Digital for Startups • “Time is Money”: Describe your biz to customers < 30 secs - Maritza Reveron • “Your 1st Logo”: Get smart about logos, and get it done < 5 mins - Pebble • “Get your business online yourself in 60 mins” - Vijay R • “You can market your own Startup from $10/mth. Year round” - @SulinLau
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DIY Marketing, Branding and Digital for Cash-Poor Startups
Don't want to spend $700 of your hard-earned $5000 savings on marketing your new business? You shouldn't. Ever.
Here's how you can pitch your startup to paying customers in 30 secs, make your own logo in 5 mins, build your own web presence in <1><$10 month. The secret? Some Smarts, alot of Sweat and a whole lot of Hustle.
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23 March @ DEFY VENTURES WORKSHOP
DIY Marketing, Branding & Digital for Startups
• “Time is Money”: Describe your biz to customers < 30 secs - Maritza Reveron• “Your 1st Logo”: Get smart about logos, and get it done < 5 mins - Pebble• “Get your business online yourself in 60 mins” - Vijay R• “You can market your own Startup from $10/mth. Year round” - @SulinLau
Describe your product/ service to customers
in < 30 secs
Impossible?
Elevator Pitch
What can you do in 30
Showtime for your business
“So, Robin…what do you do?”• Your elevator pitch is:
–A short summary of your service, product, or company and how it adds value to customers
– A useful tool for communicating core information quickly
–A tool that will hopefully lead to a longer conversation with potential clients down the road
7 Tips for Developing Your EP• Have a goal• Know your audience• Focus on what you
actually do• Tell a brief story• Throw in a couple
numbers• Make sure you have a
hook (Value Prop)• Be conversational
Startup Logo in Under 5 mins
Impossible?
Thinking smart about startup logos These are the ONLY things you need to remember - listen up!
Web Presence in an hour
Building web presence in an hour for less than $100
Impossible?
Really? Just one hour?
Probably like 2 to 3 hours, but 1 hour sounds good for the title :)
Really? Just 100$?
Yes, Really !!
Let's get started
Total Cost so far : $0
Ingredients for a basic website
• Domain Name• Logo / Tag Line• Design• Content (Text)• Images and Videos• Contact Information
Domain NamePhysical Address:12345 King StreetBrooklynNew York
Online Address:http://www.joespizza.com
Where to buy a domain name?• Namecheap
• Gandi
• Name
• Go Daddy :(
Total so far
$11
Domain name tips• short
• easy to remember
• indicative of your business
• .com instead of .org, .net, .us etc
• Whoisguard subscription
Ways to build a website• Hire a agency
• Hire a freelancer
• Hire a high school kid
• Build an about.me page
• Do It Yourself, using website builders
Website builders
• About.me (good start, might not be enough)
• Weebly
• Wix
• Strikingly
• Squarespace
etc
Strategy?Get started with About.me - very quick and easy
BUT
Use weebly (or wix or squarespace) to build a multi page website
Tips for efficient design
• Decide number of pages
• Decide what goes into each page
• Make the pages short, simple and easy to read
• Write the outline of the website on paper before starting to build it
• Poke around wix, weebly etc• Pick one• Buy a domain name• Make an "About.me" page• Make a complete website
Need help? We're here :)
Think about ...
• Email Marketing (Mailchimp, SendGrid etc)
• Tracking (Google Analytics etc)
• Social Media (Twitter, Facebook etc)
• Coupons (Groupon, Living Social etc)
• Memberships for your customers
Marketing Your Startup for Next to Nothing
Impossible?
....Which kind of entrepreneur are you?
the kind with more cash, less time/sweat
the kind with less cash, but more hustle
2009-2012
$57mil p.a. A&P budget
2009-2012
$57mil p.a. A&P budget
2013
$14.95 for4 months
(200 namecards)
How?
Paid + Owned + Earned
Paid + Owned + Earned
(Not “Free”, just paid for in Hustle & Heart)
(in $$ cash)
Big Company
Startup
0 25 50 75 100
Paid Owned Earned
Paid + Owned + Earned
Paid + Owned + Earned• Namecards (B/w @ $5)• Print Flyers $15• Location-specific biz: Small ads/classifieds• Very niche/specialized: Google Adwords $30-50/mth• Web $0-10 month
Paid + Owned + EarnedTHINK: What ‘Marketing + Media Assets’ do you already own?• Your own friends and family, and their connections• Your knowledge/expertise/experience in your head - just needs to be written down, documented • Website• Your physical space and/or location - walls, windows, counters, toilets• Your products (their packaging, receipts, bill statements, sizing tags, stickers)• Your happy customers• Your future employees • Your everyday comms: emails and letters and envelopes• Your vehicles (and your friends’ ad families’!)• You! (your apron, cap, notebook, wristband, even your famous catchphrases)
Paid + Owned + EarnedTHINK: Which areas can you out-sweat, out-perform others?• Video/Music - YouTube• Long-form Writing/Blogging • Short form Writing - Tweets, Tumblr• Pictures/Visual design/style - instagram, Pinterest• Humour/Comedy/Acting• Public Speaking• Proving logically/ proving efficacy• Networking/ Connecting in big rooms• Networking/ Connecting online• 121 persuasion/selling• Story-telling• Getting people to do favours for you• In-depth/specialist area knowledge and experience - slideshare• Local area/community contacts no one else has - googlegroups• Making customers say nice things about you - Youtube• .... or have friends that will gladly help you out for free
Basically, whatever it is you do well, make something
shareable and ask help to share it
e-flyers + piggyback media- free!
Piggyback media??I ASK people i meet to piggyback on their networks and connections and fans
• people who belong to large, relevant Google groups (invite me or post for me)
• Personal networks (write me an intro or allow me to say “Shana dressler recommended we speak”)
• Mailing lists/ Newsletters (help me blast this out)
• Association/Club Member lists (help me blast this out)
• Large facebook following >1000 (share this link or share this photo or share this blog)
• Twitter following >1000 (retweet me)
• Active Message or Bulletin boards (help me post or allow me to post)
• Events / Panels / Conferences / Meetups (let me plug, help introduce me to so and so)
• Board or Roundtable meetings (let me plug, help introduce me to so and so)
• Business Plan Competition (let me observe or judge)
• Those scheduled to speak to small biz financing (include 2 slides from me about Kiva Zip)
Invade events your customers are likely to attend.
Business Cards
so... based on a list our your business concepts....
Marketing for startups is only 1% cash, 9% luck, 90% sweat.
The more stuff you put out, the more people you ask to piggyback,
the more “sweat” you put into good content, the more attention you put into tagging content well.